Coastal areas have known from recent decades an increasing attractiveness that puts an important pressure on these specific territories and their resources, and that generates important land uses conflicts (GOETZ, et al., 2007). Such conflicts may appear because of the different services that land resources provide, and that people are looking for. If economics literature refers to numerous studies of land transactions and land-use patterns, few studies deal with values of land services (BOYLE, et al., 2006). This study takes place in this area of research, eliciting consumers' preferences and willingness to pay for alternative land uses and supplying interesting information to land use decision makers about the expected benefits of alternative patterns of development (JOHNSTON, et al., 2003). We apply choice experiments method on a coastal area, the French Arcachon bay, in order to understand how people value the different land attributes of this site. Different hypothetical scenarios that are supposed to describe different spatial organisation of the territory are presented to respondents, who have to choose the scenario they prefer. These scenarios are defined from the main land attributes, so they need to be correctly understood by respondents (HANLEY, et al., 2001). For this first stage of the method, we use focus groups results and experts point of views in order to define the attributes and construct the different choice sets that will be presented to respondents in a survey. Three focus groups (KRUEGER etCASEY, 2009) have been realised and experts' interviews have been carried out among some main local agricultural activities. Both qualitative inputs are not supposed to give the same kind of information (KAPLOWITZ etHOEHN, 2001). Then, these qualitative informations are used to implement the survey design. Integrating such a qualitative approach and survey designs is supposed to improve the process of valuing land use changes benefits (DESVOUSGES etFREY, 1989). The authors will discuss this specific methodological point.